Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/10292
Título: Sagres beer and its sponsorship strategy: Will Sagres score with Sport Lisboa e Benfica?
Autor: Nunes, Paula Alexandra Jacinta
Orientador: Vasconcelos, Luís
Palavras-chave: Sponsorship
Brewing industry
Competition
Strategy
Data de Defesa: Jan-2010
Editora: NSBE - UNL
Resumo: In the last day of 2008, Sagres signed a “long-term” sponsorship contract with Sport Lisboa e Benfica that reinforced the support of the beer brand to football, as well as, to one of the greatest Portuguese sports clubs. This case reviews Sagres’ search for leadership in the Portuguese beer market along with its strategy of association with football. It focuses on understanding Sagres’ gains and the implications for the dynamics of the Portuguese beer market.
Descrição: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Peer review: no
URI: http://hdl.handle.net/10362/10292
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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